SBD/November 8, 2012/Marketing and Sponsorship

Oakley To Sponsor Tour De France; Does Not Receive Discount From Armstrong Fallout

Oakley will “become a partner of the Tour de France bicycle race next year after ending a long relationship with Lance Armstrong,” according to Tariq Panja of BLOOMBERG NEWS. Oakley CEO Colin Baden yesterday said that the company “did not receive a discount because of the doping scandal centering around Armstrong.” Baden said, “I would like to see that the sport be what it once was. It’s unfortunate what we’ve all experienced. It would be really nice to get back to the place where it’s admired, respected and understood.” Oakley had been “working on the sponsorship deal for 12 months.” Baden said that the decision to partner with the Tour for the first time “deepens the company’s relationship with a sport where he says the Oakley brand ‘was discovered.’” Panja notes Oakley, which was “one of Armstrong’s earliest sponsors,” was the “last major sponsor to ditch Armstrong” (BLOOMBERG NEWS, 11/8).
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